Digital Infrastructure in the Netherlands The Third Mainport November 14, 2013
Content 1. A technology backbone: the third mainport 2. A digital nervous system: sector overview - Products and services - Supplier ecosystem - Size of the digital infrastructure sector - Historic growth - Ecological footprint 3. Healthy blood, healthy body: sector contribution - International position/ranking - Attractiveness and strengths - Governmental policy - A leading position through research - Significance for the Dutch economy 4. A high performance sector: future potential - Drivers for future growth - Conclusions - Recommendations 5. Appendices - List of sources - About the authors 1 Digital Infrastructure in the Netherlands The Third Mainport
1. A technology backbone: The third mainport 2 Digital Infrastructure in the Netherlands The Third Mainport
The Digital Infrastructure, our third mainport, is mainly invisible yet the arteries for economic lifeblood of the digital economy The Rotterdam harbour and Schiphol airport are two major assets of the Dutch economy. They both have the position as mainport ; an international gateway for physical products and passengers. This importance of these mainports for the Dutch economy is on two levels. First, they have a direct impact on the economy, for instance through employment of people working at the container terminals in Rotterdam or at Schiphol airport. In addition, there is also an indirect effect as these mainports attract various economic activities for which the presence of the mainport is conditional. The ecosystem of economic activities related to a mainport is a source of entrepreneurship and creativity. All mainports rely on massive infrastructures. In the case of Rotterdam harbour: quays suited for the largest container vessels in the world, navigation technology to guide ships to their destination safely, container terminals with enormous cranes and automated vehicles that put containers in stacks, railroads and inland waterways for transportation, etc. Each successful mainport is a combination of unique aspects like the geographical position with continuous investments to keep the infrastructure on a competitive level. The two mainports Rotterdam and Schiphol share the characteristic of visibility. There is hardly a Dutch person that does not get an image on his mind when Rotterdam harbour or Schiphol airport is mentioned. The infrastructure is large, visible and appealing. There is, however, a third mainport in the Netherlands. Like Rotterdam and Schiphol, it has a unique role of an international gateway for a specific type of traffic. It has a relatively small direct impact on the economy, but a large indirect impact. There is however one big difference: the infrastructure on which it relies is largely invisible for most people. Yet, this infrastructure is the backbone for many economic activities in our society and attracts world class companies for whom unique features of this infrastructure are of vital importance. We call this the third mainport of Holland: the Digital Infrastructure. 3 Digital Infrastructure in the Netherlands The Third Mainport
The Dutch Digital Infrastructure is part of a global backbone for delivering digital services to enterprises and consumers on a variety of devices Enterprise Applications Digital Enabled Services E-commerce Digital Media Cloud Payment providers Online gaming Social media ERP CRM... Digital Infrastructure End User Devices 4 Digital Infrastructure in the Netherlands The Third Mainport
In this global Digital Infrastructure, the Netherlands is among the leading countries Internet Connectivity The Amsterdam Internet Exchange (AMS-IX) is the largest Internet Exchange worldwide in terms of number of connected peering networks. It is the 2nd largest Internet Exchange worldwide in terms of traffic (bits per second) The Amsterdam Internet Exchange (AMS-IX) is a mainport for Internet traffic more than the port of Rotterdam and Schiphol are for containers and passengers respectively The Netherlands scores 2nd place in EMEA and 6th place globally on broadband penetration and average measured connection speed Data centres The Amsterdam region is part of a leading group of tier-1 data centres (together with London, Frankfurt and Paris) and shows the highest increase in square meters 5 Digital Infrastructure in the Netherlands The Third Mainport
2. A digital nervous system: sector overview Products and services Supplier ecosystem Financial revenue Historic growth Ecological footprint 6 Digital Infrastructure in the Netherlands The Third Mainport
Products and Services 7 Digital Infrastructure in the Netherlands The Third Mainport
The Digital Infrastructure consists of Internet connectivity and Housing / Hosting and is part of the larger online ecosystem (TV) Content Online services Consumer Business Enabling Linear E-commerce SaaS CDN providers Digital Media Self-provided Payment providers Non linear Communication Other Other Advertising Other Telco Services Internet connectivity Housing and Hosting TV Voice Internet Access ISP Core Internet Internet Exchange Transit Provider Housing Colocation Hosting Dedicated hosting Shared hosting IaaS Access Networks DSL Coax Fibre Mobile Networks Backbone Networks Devices Source: Analysys, AT Kearney, Deloitte analysis 8 Digital Infrastructure in the Netherlands The Third Mainport
Services encompass Internet Access and Core Internet on one hand and Colocation, Hosting and IaaS on the other hand Internet connectivity Internet Access ISP Core Internet Transit Provider Internet Exchange ISP: Internet Service Providers, also called Internet access providers, offer end users (enterprises as well as consumers) access to the Internet via various means such as DSL, Coax, Fibre and Mobile. Transit Provider: Parties that provide network traffic in the core Internet and connect smaller Internet service providers (ISPs) to the larger Internet. Internet Exchange: Parties that facilitate networks to interconnect with each other to exchange Internet traffic mutually (peering). This is typically done without charging for the traffic. Housing and Hosting Housing Colocation Hosting Dedicated hosting Shared hosting IaaS Colocation: Delivering facilities (floor space, power, cooling, network connectivity) to enterprises and service providers for housing servers, storage and other computer equipment as an alternative for an in-company data centre Dedicated hosting: Delivering computing power and storage via equipment dedicated to a specific client but managed by the hosting provider Shared hosting: Delivering computing power and storage by sharing the resources of physical equipment among multiple customers IaaS: Infrastructure-as-a-Service, delivering computing resources (e.g. servers, storage) according to a model that meets the essential characteristics of Cloud computing: on-demand self-service by the customer, measured service (pay-per-use), rapid elasticity (any quantity at any time), resource pooling (multi-tenant model) and broad network access (infrastructure is available over the network via standardised mechanisms) [NIST, 2011] 9 Digital Infrastructure in the Netherlands The Third Mainport
The Internet is a network of c. 41,000 networks called autonomous systems who connect to each other to exchange traffic Each Autonomous System (AS) is uniquely identified by an Autonomous System Number (ASN), maintained by IANA, and is owned by a single party. These parties can be of different types, for example: o Internet Service Providers (ISP) o Hosting providers o Telecommunication providers o Large multinationals o Large content and service providers (e.g. Facebook, Google, Microsoft) Technically, Autonomous Systems exchange traffic via the Border Gateway Protocol. Economically, there are two types of arrangements for these interconnections: peering and transit. These are explained on the next page. Of the c. 41,000 AS, there are about 15-20 tier-1 networks that together form the backbone of the Internet. A tier-1 network peers with all other tier-1 networks and together, the tier-1 networks connect to every AS there is. Tier-2 networks connect consumers and (smaller) companies to the Internet. They peer with other tier-2 networks and use tier-1 networks as transit providers additionally. Tier 1 Network (AS) Tier 1 Network (AS) Transit Tier 2 Network IXP Tier 2 Network Tier 2 Network IXP Tier 2 Network Peering Peering Consumer Small company 10 Digital Infrastructure in the Netherlands The Third Mainport
Peering at Internet Exchange Points (IXPs) complemented with IP Transit ensures full connectivity between all users and services on the Internet Peering Peering is when two or more Autonomous Systems (AS) interconnect with each other to exchange Internet traffic mutually. It is typically done without charging for the interconnection of the traffic. In general, parties peer at an IXP (public peering) to decrease network (transit) costs, to improve network performance (shortest route) and to make their network more redundant. Internet Exchange Points are established to facilitate peering between Autonomous Systems. For example: AMS-IX facilitates 616 Autonomous Systems. In Europe, IXPs are typically not-forprofit associations. Besides public peering, Autonomous Systems can also peer via direct interconnects, thus bypassing the IXP. This is called private peering Tier 2 AS Tier 2 AS IXP public peering Private peering Tier 2 AS Tier 2 AS Transit A large (tier-1) Autonomous System agrees to receive the traffic from a tier-2 Autonomous System and to distribute this traffic to all Autonomous Systems for which it is intended. Transit is provided on a commercial basis. The transit network charges a fee for this service to the tier-2 network that uses the transit services. Since no tier-1 Autonomous System is directly connected to all other Autonomous Systems, the transit network will deliver part of that traffic indirectly via other tier-1 transit networks. For that purpose, all tier-1 transit networks peer with one another. Tier 2 AS Tier 1 AS Tier 2 AS Source: OECD, Internet Traffic Exchange: Market Developments and Policy Challenges, 2013 11 Digital Infrastructure in the Netherlands The Third Mainport
The co-location providers provide floor space and facilities for IT equipment while hosting providers deliver server and storage capacity Fitted floorspace (sq m) Housing (co-location) Delivering facilities for servers and other computer equipment Racks Power (Watts) Cooling Networks and connectivity Other facilities (fire extinguishing, universal no-brake) Dedicated (entire) servers (type, CPU, RAM) Hosting / IaaS Delivering dedicated servers or shared storage and computing power Shared resources (CPU and RAM) Storage (Tbytes) Computing power Internet access 12 Digital Infrastructure in the Netherlands The Third Mainport
The hosting sector ranges from traditional (shared) web hosting and dedicated server hosting up to rapidly evolving infrastructure cloud (IaaS) Shared (web) hosting Dedicated hosting Cloud IaaS Capacity of one physical server is shared among multiple different customers (e.g for websites) Dedicated server is managed for each individual customer Customer purchases storage and computing power on-demand Shared or Dedicated Shared Dedicated Shared Standardized/ automated High Medium High Agreements Highly standardized agreements Contracts Potentially standardized No contracts On demand Billing Fixed fees Fixed fees Metered Provisioning Provider Provider User 13 Digital Infrastructure in the Netherlands The Third Mainport
Supplier Ecosystem 14 Digital Infrastructure in the Netherlands The Third Mainport
The colocation market is a mix of global and local colocation providers Wholesale Colocation Global Players Retail Colocation Carrier Biased Colocation Local Player Colocation Long term lease of large scale data centre space at commodity rates Typically limited to floor space, power and cooling, the client is responsible for everything else Clients are large scale users such as banks, government departments, multinationals and IT service providers Wholesale capacity can be repackaged as retail colocation Contracts for provisioning of floor space and all facilities (power, cooling, network connectivity) Network neutral offer access to multiple network carriers Varies from multiple racks (caged) to slots in racks Beneficial for companies that do not want to make the capital investment in in-house data centres Colocation services provided by network service providers as an extension to their networking service Limited connectivity options as providers will push their on connectivity solutions Colocation services limited to one country or geographical area Often operates multiple data centres spread over the country to offer local presence (close to the customers) Suited for companies who do not need global presence in data centres at the major hot spots in the world (East coast, West coast, Europe, Asia) Source: CBRE, EMEA & APAC Data Centres 15 Digital Infrastructure in the Netherlands The Third Mainport
International Players Dutch local Players The housing market is dominated by large international players who can leverage scale in this capital intensive industry Country Company Footprint in NL of origin Facilities Size (m 2 ) Country Company Footprint in NL of origin Facilities Size (m 2 ) 5 1 33,771 38,723 2 6,100 2 5,200 11 30,000 1 4,100 3 12,800 2 3,700 5 7 19,000 13,300 1 3,500 3 12,800 1 10,000 1 6,000 1 2,700 Further data centres of Dutch local players: 10 data centres with 1,000-2,000 m 2 15 data centres with 500-1,000 m 2 100 data centres with <500 m 2 Source: Company websites, www.datacentrumgids.nl 16 Digital Infrastructure in the Netherlands The Third Mainport
The Amsterdam region is a colocation hotspot with c. 40 facilities, of thousands m 2 each, clustered at five geographical sites Amsterdam Sloterdijk Amsterdam BusinessPark Riekerpolder Amsterdam Science Park Schiphol area Amsterdam Zuidoost (Amstel III en Amstel I) This clustering is explained by: AMS-IX started at the Science Park, where Mathematisch Centrum / CWI were located. The area is extremely well connected by glass fibre networks Clusters in Sloterdijk and Zuidoost emerged due to present fibre network access and empty real estate Cluster Schiphol emerged due to available land parcels Sources: Gemeente Amsterdam, Dienst Ruimtelijke Ordening, Vestigingsbeleid datacenters, 29 October 2013 Alliander and Tennet engineered the electricity distribution network to facilitate data centre power needs at these sites 17 Digital Infrastructure in the Netherlands The Third Mainport
Although Amsterdam is a data centre hotspot, colocation facilities are scattered all over the Netherlands Colocation > 1,000 m 2 Colocation 500-1,000 m 2 Hot spot Colocation 250 500 m 2 Important: this map only shows the commercial colocation data centres. Large proprietary data centres of enterprises or IT providers like Google and Microsoft are not shown here. Since only a fraction of all IT equipment is housed in a colocation data centre, a complete overview of all data centres in NL is much more extensive. Sources: www.datacentrumgids.nl 18 Digital Infrastructure in the Netherlands The Third Mainport
The large global players are of a completely different scale compared to the majority of local Dutch colocation providers The ecosystem of companies that provide colocation services in the Netherlands consists of companies that differ in size enormously. On one hand of the spectrum there are large global colocation providers like Equinix and Telecity, who have several hundreds of thousands square meters floor space worldwide of which tens of thousands square meters floor space in the Netherlands. On the other end of the spectrum there are small local players who have less than 500 square meters in total. The companies on both ends of the spectrum differ in total floor space by a factor 1,000 easily 300,000-400,000 m 2 : total Colocation floor space worldwide of a typical global player Of which 10,000 20,000 m 2 in the Netherlands Source: Company websites, www.datacentrumgids.nl Small Dutch colocation provider with less than 500 m 2 floor space. (>100 providers of this size) 19 Digital Infrastructure in the Netherlands The Third Mainport
The hosting and infrastructure cloud market is fragmented with many small players, a few larger international players and new entrants from other directions Cloud giants Enterprise hosters Mass market hosters Small local players Pure players in the cloud Global presence and very large scale Standardized offer Aiming at larger enterprises Larger contracts and specific needs In combination with transformation and integration services Standardized portfolio of hosting services Aiming at small and medium businesses Large scale with international activities Small companies Originating from web hosting and internet access Evolved into shared and dedicated hosting and cloud Ability to provide local and personalized service Many (> 1,000 according to DHPA) 20 Digital Infrastructure in the Netherlands The Third Mainport
A survey among 55 small and medium sized hosting providers reveals a heterogeneous market Respondent characteristics of online survey among NL hosting and cloud providers Sample of 55 Companies Average FTE: 37 Median FTE: 5 Minimum FTE: 1 Maximum FTE: 1,000 Total number of servers 0-500 500-1.000 1.000-1.500 1.500-2.500 2.500-5.000 5.000-10.000 >10.000 Source: Online survey 21 Digital Infrastructure in the Netherlands The Third Mainport
Revenues per Employee The hosting sector consists of many small companies (1-3 employees) with relatively low revenues per employee compared with the rest of the sector Annual revenues of hosting companies ( ) 300.000 250.000 200.000 150.000 Average for companies > 10 employees 100.000 50.000 0 0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 Source: Online survey Number of Employees 22 Digital Infrastructure in the Netherlands The Third Mainport
% of companies involved in M&A M&A is an important growth factor for most hosting companies especially for larger and older companies Hosting companies with acquisitions in last 5 years (%) 70 69 63 70 69 60 60 55 50 50 45 40 37 40 30 31 30 31 20 20 10 10 0 0 Yes No Yes No All Older than 10 yrs All More than 5 employees Source: Online survey 23 Digital Infrastructure in the Netherlands The Third Mainport
% of companies offering a value proposition Small hosters are focused on traditional web/shared hosting while larger hosters are much stronger in dedicated hosting, cloud and co-location Value propositions of NL hosting and cloud provider 100 90 100 100 88 100 88 100 88 80 70 60 50 40 30 20 10 60 10 15 71 15 41 10 29 35 20 47 0 Dedicated hosting 1-5 Employees > 5 Employees Shared hosting Web hosting Infrastructure-Platform-asas-a-Servica-Service (IaaS) (PaaS) cloud services Software- as-a- Service (SaaS) VoIP hosting Data center/colocation services Internet access (ISP) Source: Online survey 24 Digital Infrastructure in the Netherlands The Third Mainport
Apart from strong customer relationships, hosting companies consider their strengths to be in product and operational capabilities Characteristics as major strength of hosting company Availability and Continuity Direct customer relationships Quality (latency, bandwidth) Innovation and product dev. Product and operational capabilities Flexible capacity Geographical proximity Low costs Distribution network International presence 0 0,5 1 1,5 2 2,5 3 3,5 4 Relative strength (0=low, 4=high) Source: Online survey 25 Digital Infrastructure in the Netherlands The Third Mainport
Relative strength (0=low, 4=high) Main growth constraints are in the market but reasons differ according to small and large companies. Larger companies also have difficulties attracting qualified personnel Constraints for growth as mentioned by survey respondents 3,0 2,5 2,5 2,4 2,5 1-5 Employees > 5 Employees 2,0 1,5 1,0 1,9 1,7 0,9 1,5 1,6 1,0 1,3 1,1 1,6 0,5 0,0 Saturation of the market Economic crisis Attracting qualified personnel Availability of financing Licenses / government cooperation Obstacles in laws and regulations market constraints Source: Online survey 26 Digital Infrastructure in the Netherlands The Third Mainport
The size of the NL Digital Infrastructure sector 27 Digital Infrastructure in the Netherlands The Third Mainport
The total Telecom and ICT market in the Netherlands is around 35 bn mainly split between Telecom and IT services CBS NL ICT revenues 2011 (m ) 40.000 38.123 Gartner NL end user spending 2012 (m ) 40.000 32.289 35.000 35.000 30.000 17.871 61 Telecom 30.000 10.395 Telecom 25.000 25.000 20.000 20.000 15.000 15.000 12.897 IT Services 10.000 19.071 62 IT services 10.000 3.716 Devices 5.000 5.000 1.330 DC systems 0 1.181 63 Information Services 0 3.952 Software Sources: CBS, Gartner, Deloitte analysis 28 Digital Infrastructure in the Netherlands The Third Mainport
Of the IT services market the Housing & Hosting market amounts to c. 1 bn The business services related to Internet connectivity, Housing and Hosting do not match with the SBI codes defined for categories 61, 62 and 63 (see next page). Due to this mismatch, detailed CBS figures on revenues per type of service are not applicable. Therefore, solely Gartner data has been used.. NL IT and Telecom spending 2012 (m ) NL IT services spending 2012 (m ) NL IT Outsourcing market 2012 (m ) 32.289 12.897 4.757 34.000 13.000 5.000 32.000 30.000 28.000 26.000 24.000 10.395 Telecom 12.000 11.000 10.000 9.000 1.717 3.600 Consulting Implementation 4.500 4.000 3.500 94 192 560 IaaS Co-location Hosting and Infra Utility 22.000 20.000 8.000 3.000 1.509 Data Center Outsourcing 18.000 16.000 14.000 12.000 12.897 IT Services 7.000 6.000 5.000 4.757 IT outsourcing 2.500 2.000 10.000 4.000 1.500 1.851 Other infra hosting 8.000 6.000 4.000 2.000 3.716 1.330 3.952 Devices DC systems Software 3.000 2.000 1.000 925 1.897 BPO HW/SW Support 1.000 500 552 Applications Outsourcing 0 0 0 Sources: Gartner 29 Digital Infrastructure in the Netherlands The Third Mainport
CBS revenue figures are based on the SBI code system. This classification does not reflect the Digital Infrastructure sector adequately however Internet connectivity Internet Access ISP Core Internet Internet Exchange Transit Provider SBI-codes 61, 62 and 63 61 Telecommunicatie 61.1 Draadgebonden telecommunicatie 61.10 Draadgebonden telecommunicatie 61.2 Draadloze telecommunicatie 61.20 Draadloze telecommunicatie 61.3 Telecommunicatie via satelliet 61.30 Telecommunicatie via satelliet 61.9 Overige telecommunicatie 61.90 Overige telecommunicatie The business services related to Internet connectivity, Housing and Hosting (left hand part of this page) do not match with the codes defined for categories 61, 62 and 63. Due to this mismatch, detailed figures on revenues per type of service are not available. In our view, his mismatch is one of the reasons why the sector is not yet recognised as such. Housing and Hosting Housing Colocation Hosting Dedicated hosting Shared hosting IaaS 62 Dienstverlenende activiteiten op het gebied van informatietechnologie 62.0 Dienstverlenende activiteiten op het gebied van informatietechnologie 62.01 Ontwikkelen, produceren en uitgeven van software 62.02 Advisering op het gebied van informatietechnologie 62.03 Beheer van computerfaciliteiten 62.09 Overige dienstverlenende activiteiten op het gebied van informatietechnologie 63 Dienstverlenende activiteiten op het gebied van informatie 63.1 Gegevensverwerking, webhosting en aanverwante activiteiten; webportalen 63.11 Gegevensverwerking, webhosting en aanverwante activiteiten 63.12 Webportals 63.2 Overige dienstverlenende activiteiten op het gebied van informatie 63.21 Persagentschappen 63.29 Overige dienstverlenende activiteiten op het gebied van informatie n.e.g. Sources: CBS, Standaard Bedrijfs Indeling 2008 Versie 2013 30 Digital Infrastructure in the Netherlands The Third Mainport
31 Digital Infrastructure in the Netherlands The Third Mainport Historic growth
Internet traffic has grown 10-fold in the past seven years and the pace at which this growth takes place is not decreasing 600 Monthly volume (in PetaByte) of AMS-IX Internet traffic of the last seven years 500 400 300 200 100 0 2007 2008 2009 2010 2011 2012 2013 Source: www.ams-ix.nl - Historic Traffic Data 32 Digital Infrastructure in the Netherlands The Third Mainport
Despite a huge growth in server performance each year, colocation floor space nearly doubled in the past six years Total computing power shows a consistent and steep increase. On one hand, as server capacity increases, total computing power per m 2 increases. In addition, the total amount of colocation floor space increased too. 100 90 Amsterdam co-location floor space (1000 m 2 ) (2) The trends in performance for the same footprint follow an approximate 25% to 35% compound growth rate (CGR) (1) 80 70 60 50 At any one time the older datacom equipment that is replaced with newer equipment may take a 100% or more jump in performance for the same space occupied by the older equipment (1) 40 30 20 10 0 2007 2008 2009 2010 2011 2012 2013 Source (1): ASHRAE, Datacom Equipment Power Trends and Cooling Applications Second edition, 2012 Source (2): CBRE - T2012_Viewpoint_European_data_Centres.pdf 33 Digital Infrastructure in the Netherlands The Third Mainport
Ecological footprint 34 Digital Infrastructure in the Netherlands The Third Mainport
As total energy usage of all NL data centres is estimated at 2% of total electricity consumption, efforts are made to reduce this ecological footprint Total electricity usage of all NL data centres (commercial and private): 1,6 TWh in 2012 2,1 TWh in 2015 c. 2% of total NL electricity usage Total CO2 emission of all NL data centres (commercial and private): 0.7 megaton in 2012 0.9 megaton in 2015 c. 1.2% of total NL CO2 emission Source: CE Delft, Vergroenen datacentres 2012-2015, March 2012 Reduction of the ecological footprint of data centres is done in four ways: 1. Power usage effectiveness (PUE) is a measure of how much of the power is actually used by the computing equipment (servers, storage, network) in contrast to cooling and other overhead. PUE is the ratio of total amount of power used by the data centre facility to the power delivered to computing equipment. CE Delft estimates the effect of a PUE decrease of all data centres to 1.3 to result in a total energy saving of 0.3 TWh (the energy consumption of 865.000 households) 2. Servers are rarely used at 100% of their capacity. Companies can increase the asset efficiency of servers by applying virtualisation techniques that increase the effective usage of server capacity significantly. This reduces the total number of servers for a specific workload and hence the total electricity usage for that workload. 3. After reducing the power consumption via the two approaches described above, a data centre can further reduce the ecological footprint by using green power 4. In general, large data centres are better equipped to take measures to reduce the energy consumption. On average, older and proprietary data centres of companies have a much higher PUE compared to large industrialised commercial data centres. The trend to move from a small proprietary data centre to an colocation contributes to lowering the ecological footprint. 35 Digital Infrastructure in the Netherlands The Third Mainport
In the search for minimal ecological footprint, several companies decided to move their data centres to remote locations with renewable energy In June 2013, Facebook opened a new data centre in Luleå, Sweden which will be serving user traffic from around the world. The location of this new data centre is on the edge of the Arctic Circle. This allows Facebook to use the cold Nordic air to cool the thousands of servers. The data centre servers and storage are powered by locally generated hydro-electric energy. According to Facebook, this energy is not only 100% renewable, but so reliable that the number of backup generators could be reduced by more than 70 percent. Facebook claims to have reached a Power User Efficiency (PUE) score of 1.07, which is very close to the theoretical minimum of 1. Power User Efficiency (PUE) 1.07 Source: http://newsroom.fb.com/news/632/data-center-update-lule%c3%a5-goes-live Credits: www.facebook.com/luleadatacenter 36 Digital Infrastructure in the Netherlands The Third Mainport
However, moving all data centres to remote locations is not a viable option as geographical proximity remains important Data centres are heavy consumers of energy and occupy scarce parcels of land. One could argue that in order to reduce carbon footprint, the best course of action would be to move all data centres to remote locations where green energy is available in large quantities. There are, however, some good reasons for locating a significant part of data centre capacity locally. These are: Geographical proximity allows engineers to reach the facility in short time Companies that operate a data centre will have to visit the data centre for maintenance on the equipment and in case of incidents. Geographical proximity between the technical team and the servers and storage in the colocation facility is an important factor. Completely relying on outsourced IT support ( remote hands ) on their mission critical IT infrastructure will not be a viable option for most companies. Geographical proximity contributes to low latency The geographical distance between a data centre and its end-users has a direct relationship with latency. Some types of computing such as storing archives of rarely accessed data, does not require low latency. For other types of computing, however, low latency is very important and a reason to locate the data centre close to the end-users. Bits-to-energy is not always better than Energy-to-bits To reduce carbon footprint one can follow two strategies: o o Bits-to-energy: locate the data centre remotely and transport data from users in the Netherlands to that remote data centre Energy-to-bits: locate the data centre locally and transport green energy from a remote location to the data centre SURF researched the consequences of the two scenario s. A conclusion is that in many data scenario s where the local data centre can import cleaner energy from elsewhere, the best course of action is to keep the data local and perform calculations locally. Source: SURF, Transporting Bits or Transporting Energy: Does it matter?, A comparison of the sustainability of local and remote computing, May 2013 37 Digital Infrastructure in the Netherlands The Third Mainport
3. Healthy blood, healthy body: sector contribution - International position/ranking - Attractiveness and strengths - Governmental policy - A leading position through research - Significance for the Dutch economy 38 Digital Infrastructure in the Netherlands The Third Mainport
39 Digital Infrastructure in the Netherlands The Third Mainport International Position/Ranking & Attractiveness and Strengths
The international position of the Netherlands in Digital Infrastructure is strong, we are part of a leading group of countries and cities Core Internet (Transit & IXS) The Amsterdam Internet Exchange (AMS-IX) is the largest Internet Exchange worldwide in terms of number of connected peering networks AMS-IX is the 2 nd largest Internet Exchange worldwide in terms of traffic (gigabits per second) AMS-IX is a mainport for Internet traffic more than the port of Rotterdam and Schiphol are for containers and passengers respectively Internet Access (ISP) The Netherlands scores 2 nd place in EMEA and 6 th place globally on broadband penetration and average measured connection speed Data Centres (Housing & Hosting) Netherlands is among the leading co-location countries in Western Europe (4 th place after UK, GE and FR), seen from the perspective of number of commercial data centres The Amsterdam region is part of a leading group of tier- 1 data centres (together with London, Frankfurt and Paris) and shows the highest increase in square meters o Amsterdam is extremely well connected to the Internet submarine cables and large transit providers and realises the lowest pan-european latencies (together with London, Frankfurt and Paris) o Amsterdam has the required available capacity of electricity and high reliability of supply. Compared to EU average, industrial energy prices in Netherlands are favourable o Good accessibility (Schiphol) and a central location in Europe. Small country with a neutral position o Economic and political stability. Highly-educated and multilingual workforce. Focus on international trade. Favorable laws, regulations and tax climate 40 Digital Infrastructure in the Netherlands The Third Mainport
Average traffic in Gbs (last month) The Amsterdam Internet Exchange (AMS-IX) is the largest in terms of connected Autonomous System Numbers (ASN) Core Internet Internet Access Housing & Hosting Enabling Services The significance of an Internet Exchange is measured by (a) the number of peering networks (Autonomous System Numbers) and (b) the average Internet traffic (last year) measured in Gigabit per second. The graph shows these two metrics for the largest IXP s in the world (note: the IXP s from Equinix, Terramark and PTT Metro are not listed since traffic is not known). 2000 1500 DE-CIX (Frankfurt) AMS-IX (Amsterdam) 1000 500 Netnod (Stockholm) SwissIX (Zurich, Bern, Basel) JPIX (Tokyo) LONAP (London) MIX-IT (Milan) NL-IX (The Hague) LINX (London) MSK-IX (Moscow) France-IX PTT 0 (Paris) (Sao Paulo) 00 0 100 200 300 400 500 600 700 800 Source: www.euro-ix.net, IXP web sites PLIX (Warsaw) Number of peering networks (ASN s) The most recent monthly average traffic figures are close: 1.582 Gbs (DE-CIX) versus 1.540 Gbs (AMS-IX) 41-500 Digital Infrastructure in the Netherlands The Third Mainport
AMS-IX is a mainport for Internet traffic more than Rotterdam and Schiphol are for containers and passengers respectively Core Internet Internet Access Housing & Hosting Enabling Services Rank Top internet exchanges (1) (by number of peering networks) Top container ports (2) (by volume, 2012) Top airports (3) (by passengers, 2011) 1 AMS-IX Shanghai, China Atlanta, USA 2 DE-CIX Frankfurt Singapore, Singapore Beijing, China 3 LINX Hong Kong, China London, UK 4 PTT Sao Paulo Shenzhen, China Chicago, USA 5 MSK-IX Busan, South Korea Tokyo, Japan 6 NL-ix Ningbo-Zhoushan, China Los Angeles, USA 7 Terremark Guangzhou Harbor, China Paris, France 8 PLIX Qingdao, China Dallas, USA 9 Equinix Zurich Jebel Ali, Dubai, U.A.E. Frankfurt, Germany 10 CoreSite - Any2 LA Tianjin, China Hong Kong, Hong Kong 11 SwissIX Rotterdam, Netherlands Denver, USA 12 JPIX Port Kelang, Malaysia Jakarta, Indonesia 13 France-IX Kaohsiung, Taiwan, China Dubai, U.A.E. 14 LONAP Hamburg, Germany Amsterdam, Netherlands 15 MIX-IT Antwerp, Belgium Madrid, Spain Source (1): www.euro-ix.net Source (2): www.worldshipping.org Source (3): www.aci.aero 42 Digital Infrastructure in the Netherlands The Third Mainport
NL scores high on broadband penetration and average measured connection speed Core Internet Internet Access Housing & Hosting Enabling Services High broadband (>10 Mbps) penetration Netherlands ranked 2 nd EMEA country in high broadband penetration (>10 Mbps) High average measured connection speed Netherlands ranked 2 nd EMEA country in average measured connection speed (Mbps) Global Rank Country % above 10 Mbps Global Rank Country Avg. conn. speed (Mbps) 5 Switzerland 30% 6 Netherlands 29% 7 Sweden 25% 9 Czech Republic 23% 10 Finland 21% 11 United Kingdom 20% 12 Norway 20% 13 Denmark 20% 14 Belgium 19% 16 Romania 19% 19 Austria 15% 22 United Arab Emirates 13% 23 Germany 13% 4 Switzerland 10.1 5 Netherlands 9.9 7 Czech Republic 9.6 8 Sweden 8.9 10 Denmark 8.2 11 Austria 7.9 12 United Kingdom 7.9 14 Finland 7.7 15 Romania 7.5 16 Norway 7.4 17 Belgium 7.4 18 Ireland 7.3 19 Israel 7.0 Source: Akamai, The State of the Internet, 1st Quarter, 2013 Report (volume 6, number 1) 43 Digital Infrastructure in the Netherlands The Third Mainport
Netherlands outperforms the world average for increase of download speed in kbps Core Internet Internet Access Housing & Hosting Enabling Services Netherlands is a frontrunner in average download speed in kbps, it performs on the same level as South-Korea which is often mentioned as worlds leading country in this respect. Source: http://www.netindex.com/source-data (Data from Net Index by Ookla) 44 Digital Infrastructure in the Netherlands The Third Mainport
Netherlands is among the leading colocation countries in Europe, judged by the number of commercial data centres Core Internet Internet Access Housing & Hosting Enabling Services Country rank Country 1 United Kingdom 195 2 Germany 142 3 France 126 4 Netherlands 74 5 Switzerland 55 6 Spain 42 7 Italy 38 8 Russia 36 9 Romania 32 10 Sweden 30 11 Belgium 29 12 Turkey 29 13 Denmark 28 14 Poland 27 15 Portugal 22 16 Bulgaria 17 17 Czech Republic 16 18 Ireland 15 Number of data centres Country rank Country 19 Norway 13 20 Slovakia 13 21 Luxembourg 12 22 Austria 10 23 Greece 9 24 Hungary 8 25 Cyprus 7 26 Malta 7 27 Slovenia 7 Number of data centres Source: http://www.datacentermap.com/datacenters.html 45 Digital Infrastructure in the Netherlands The Third Mainport
The Amsterdam region is part of a leading group of tier-1 data centres and shows the highest increase in square meters Core Internet Internet Access Housing & Hosting Enabling Services Region Supply MW Supply m 2 Availability m 2 Increase last year Supply m 2 per b GDP London 283 282,079 52,379 5,6% 115,6 Frankfurt 128 155,572 21,120 3,3% 45,7 Paris 100 106,174 12,582 8,6% 40,6 Amsterdam 103 95,429 15,294 19,5% 123,6 Madrid 20 28,564 857 3,4% 21,2 London, Frankfurt, Paris and Amsterdam form the leading group of colocation data centres hot spots in Europe There is a large distance between this leading group of four and the runner up on position 5 Measured in colocation supply m 2 per b GDP, Amsterdam exceeds all other cities Amsterdam has shown the largest increase in the past year Co-location supply (in MW) Co-location supply m 2 per b GDP London Frankfurt Amsterdam Paris Madrid 140 120 100 80 60 40 20 0 Source: CBRE, European Data Centres MarketView, Q2 2013 46 Digital Infrastructure in the Netherlands The Third Mainport
This position is the result of the combination of several criteria for data centre location decisions Core Internet Internet Access Housing & Hosting Enabling Services Internet Connectivity 1. Extremely well connected to the core internet (submarine cables) a) Lowest latency to other major internet hubs b) Large available bandwidth 2. Presence of all major carriers and AMS-IX Energy 3. Availability of required electricity capacity (production & distribution) 4. Reliable power supply 5. Favourable electricity prices (compared to EU average) The market for data centres is characterised by a combination of large global players (e.g. Telecity, Equinix) and many smaller local providers (Netherlands only) The presence of most major global data centre providers in Amsterdam proves the attractiveness of the Netherlands This attractiveness of the Netherlands (and the Amsterdam region in particular) is a combination of several causes of which the most significant are listed on the left Geographical location 6. Good accessibility (Schiphol), central location in Europe 7. Small country with a neutral position Political and economical climate 8. Economic and political stability 9. Highly-educated and multilingual workforce 10. Focus on international trade 11. Favourable laws and regulations 12. Favourable tax climate 47 Digital Infrastructure in the Netherlands The Third Mainport
Amsterdam realises the lowest pan-european latencies Core Internet Internet Access Housing & Hosting Enabling Services Amsterdam 0 Frankfurt Paris Warsaw Rome Madrid Moscow Ankara London 5 10 15 20 25 30 35 40 45 50 London 0 Amsterdam Frankfurt Madrid Rome Moscow Ankara Paris 5 10 15 20 Warsaw 25 30 35 40 45 50 Paris Madrid Rome Warsaw Moscow Ankara 0 5 10 15 20 25 30 35 40 45 50 Frankfurt Madrid Moscow Ankara 0 5 10 15 20 25 30 35 40 45 50 Source: Gartner, Where in Europe to Colocate?, 16 April 2012 48 Digital Infrastructure in the Netherlands
Compared to the other tier-1 locations (London, Paris, Frankfurt, Madrid) energy prices in Netherlands are favourable Core Internet Internet Access Housing & Hosting Enabling Services Region Energy price EUR per MWh London, UK 109.7 Frankfurt, Germany 89.5 Paris, France 80.9 Amsterdam, Netherlands 80.5 Madrid, Spain 115.5 The costs of electricity can make up to 30% of the running costs of a data centre Energy prices are therefore one of the significant factors in the decision where to locate a data centre In 2012, energy prices for industrial consumers were favourable. Source: Eurostat, Electricity prices for industrial consumers, EUR per kwh, 2012 49 Digital Infrastructure in the Netherlands The Third Mainport
50 50 Digital Infrastructure in the Netherlands The Third Mainport Governmental policy
The Dutch government has a stimulating policy towards founding new IT companies in the Netherlands The Dutch Ministry of Economic Affairs recently formulated the strategic plan Digital Gateway to Europe. The objective of this plan is to attract, retain and expand foreign investments in IT companies in the Netherlands. In the next four years, NFIA aims to attract at least 20 new IT-companies. The rationale behind this strategy is IT being one of the drivers of economic growth as IT is increasingly interwoven with business processes and economical top sectors. The strategic plan states: the stronger Dutch IT clusters become by attracting foreign IT-companies, the better economical top sectors can be served with innovative solutions, knowledge and expertise. NFIA identified three sectors at which the efforts will be targeted: o Cloud computing / Data centres o Gaming o Cyber security The Netherlands Foreign Investment Agency is an operational unit of the Dutch Ministry of Economic Affairs. Its goal is to support companies from all over the world to successfully establish their business in the Netherlands. The NFIA was established for the specific purpose of helping and advising such companies by providing them with advice, information and practical assistance, quickly and on a confidential basis, as well as providing them access to a broad network of business partners and government institutions, all free of charge. Source Agentschap NL Ministerie van Economische zaken, Strategisch aanvalsplan The Netherlands: Digital Gateway to Europe, July 2, 2013 Source: www.nfia.nl 51 Digital Infrastructure in the Netherlands The Third Mainport
The Amsterdam local government recently reconfirmed its positive attitude in a new data centre location policy In 2001, the city of Amsterdam formulated a location policy for data centres for the first time. In the decade there after, the Amsterdam region has grown to a digital infrastructure hot spot due to presence of AMS-IX and c. 100,000 m 2 data centre colocation facility. The Amsterdam City Council has the ambition to retain this leading position and to attract new digital infrastructure companies. Simultaneously, Amsterdam wants to stimulate efficient use of energy and space. Recently (October 29, 2013), the Amsterdam City Council approved a new data centre location policy as the foundation for these ambitions. Head lines are: From a spatial planning point of view, data centres are allowed at every location designated as business area in the zoning plan. Use of existing empty real estate is preferred over new build New colocation data centres must have a Power Usage Efficiency (PUE) factor on or below 1.2 The City Council will increase knowledge of the sector at employees via period training sessions. Potential new data centres will be supported by a special team in which all relevant disciplines are involved (e.g. spatial planning, environmental, building permit & architectural advisory) Structural consultations between city officials and the energy distribution company Alliander are started to coordinate extension of the electricity distribution network in anticipation of expected future colocation facilities Data centres in the region are in general between 3,000 m 2 and 10,000 m 2 (with outliers of 30,000 m 2 and more) Amsterdam expects an increase in colocation supply of 20.000 m 2 per year New data centres must have a PUE < 1.2 Energy saving initiatives will save 68,000,000 KWh in the period 2013-2016 Source Gemeente Amsterdam Dienst Ruimtelijke Ordening, Vestigingsbeleid datacenters: De Amsterdamse regio als Green Data Port, October 29, 2013 52 Digital Infrastructure in the Netherlands The Third Mainport
However, other countries like Sweden and Luxembourg also have an active policy towards attracting large new data centres Sweden - green energy - Luxembourg - low latency - The Swedish Data Center Initiative is a project managed by a group consisting of Swedish regions and commercial partners. The mission of the initiative is to position Sweden as a top choice for enterprises considering international expansion in strategic, large-scale data centres. The Swedish Data Center Initiative positions Sweden as a favourable choice for the following reasons: o Low and reliable electricity prices o Power supply is 100% green o Extremely robust electricity grid & infrastructure o Power production surplus o Excellent communications infrastructure o Attractive corporate, real estate and investment tax schemes o Outstanding engineering and ICT skills o Favourable climate for free cooling o Accelerated due diligence and site selection o Security & stability - political, economical, physical The ICT division of Luxembourg for Business provides companies with a one-stop-shop for detailed information on business opportunities in Luxembourg and hands-on administrative guidance and contacts in the ICT and media sectors. Luxembourg positions itself as one of the most modern data centre parks in Europe with low latency connections to all of the major European Internet hubs. Luxembourg claims to have one of the highest data centre densities in Europe and the world. Luxembourg is located in the middle of the so-called Golden ring, i.e. at close distance to the major Internet hubs of Europe: London, Amsterdam, Frankfurt and Paris. Low latency network connections are now available to a number of European destinations with round-trip times (RTT) around 5 ms (Amsterdam, Brussels, Frankfurt, London, Paris). Natural disasters such as earthquakes, floods or hurricanes are unknown to Luxembourg Source: http://www.business-sweden.se/en/invest/industry-opportunities/ict/the-data-center-initiative/ Source: http://ict.investinluxembourg.lu/ict/data-center-europe 53 Digital Infrastructure in the Netherlands The Third Mainport
54 Digital Infrastructure in the Netherlands The Third Mainport A leading position through research
The Netherlands international position is driven by a track record of continuous breakthroughs in Internet innovation Dec 08 Jan 11 Sep 11 Jun 13 Introducing dynamic lightpaths Surfnet introduces flexible lightpaths creating the ability to provide on-demand high-speed data streams 100 Gbps Ethernet between Amsterdam and Geneva AMS-IX, CERN and SURFnet establish commercial test over 1650 km Surfnet launches SURFconext Open and online infrastructure with federated ID management enabling collaboration between researchers and students 100 Gbps US-EU intercontinental link Interconnecting 6 of the world s leading research networks and demonstrated in Amsterdam Source: SURFnet interview 55 Digital Infrastructure in the Netherlands The Third Mainport
NIKHEF and SURFsara serve as key data hub for world-wide research activities attracting further talent and excellence in research CERN executes large scale experiments in particle physics that produce enormous amounts of data Nikhef and SURFSara act as worldwide Tier-1 centres processing CERNs data An advanced high-speed (100 Gbs) network infrastructure between Geneva and Amsterdam is preconditional for transporting these large volumes of data Source: www.cern.nl, www.nikhef.nl, www.surfsara.nl 56 Digital Infrastructure in the Netherlands The Third Mainport
University of Groningen forms the centre for LOFAR data processing, facilitated by 80 Gbs high speed network connecting antenna stations The LOFAR (Low-Frequency Array) radio telescope is the largest and most sensitive radio telescope in the world. Signals from a large number of small antennas are combined and manipulated in order to achieve extremely narrow beams and high sensitivity. The telescope consists of 40 phased-array stations spread over an area with a diameter of 100 km in the northern part of the Netherlands, as well as eight international stations maintained by partner institutions in Germany, France, Sweden and the United Kingdom. Full data processing and long term data archive is performed by a supercomputer at the University of Groningen. Data is transferred at a rate of 80 Gbs between telescopes and the Groningen super computer. Source: www.lofar.org 57 Digital Infrastructure in the Netherlands The Third Mainport
NL has always been an active contributor to Internet standardization but maintaining this role requires a new generation of experts ICANN RIPE The Netherlands has many important positions in internet standardization bodies like ICANN, IETF and RIPE. But a new generation is needed to take this role in the future Erik Huizer CTO Surfnet IETF ISOC Expertise on Internet technology is scarce and we often have to rely on the international resources to fill the positions in our organization IAB W3C Job Witteman CEO AMS-IX 58 Digital Infrastructure in the Netherlands The Third Mainport
Significance for the Dutch Economy 59 Digital Infrastructure in the Netherlands The Third Mainport
The Digital Infrastructure sector is the foundation for a dynamic and expanding Online Services sector driving the Dutch economy E-commerce E-commerce Digital Media Communication Other Online services Business SaaS Self-provided Other Enabling CDN providers Payment providers Advertising Other E-commerce Digital Media Advertising Cloud 10 M consumers shop online mostly for local products Video streaming is showing double digit growth Internet is the largest advertising market Cloud usage is steady growing across all segments Companies continue to sell more and more through e- commerce Growing use in video streaming drives dominates internet traffic Next wave is coming from mobile Cloud is strongly depending on high-capacity and quality network infrastructure Internet connectivity Internet Access Core Internet Housing and Hosting Housing Hosting ISP Internet Exchange Transit Provider Colocation Dedicated hosting Shared hosting IaaS 60 Digital Infrastructure in the Netherlands The Third Mainport
The economic value of the Online Services sector is 10 times the value of the Digital Infrastructure sector Mobile/online gaming 200-400 m E-commerce (B2C) 7500-15000 m Internet advertising 1000-1200 m Online gambling 200-400 m CDNs 10-30 m IXPs 15-25 m Transit 20-50 m Digital Infrastructure Hosting 500-700 m Co-location 200-400 m IaaS 75-150 m SaaS 300-500 m Online media 100-200 m Access Networks Networks Backbone Networks Source: Informa, Arthur D. Litte, Gartner, AMS-IX, Forrester, Deloitte analysis 61 Digital Infrastructure in the Netherlands The Third Mainport
While the overall NL retail sector is facing strong head winds, the number of e-shoppers is steadily growing and e-commerce revenues reach 10 bn E-commerce Digital Media Advertising Cloud YoY change retail turnover (%) Dutch e-shoppers (m) B2C e-commerce turnover ( bn) 1,6 1,4 1,2 1,0 0,8 0,6 0,4 0,2 0,0-0,2-0,4-0,6-0,8-1,0-1,2-1,4-1,6-1,8-2,0-2,2-2,4-2,6-2,8-3,0-3,2-3,4-0,5-1,7 1,6 1,4 1,3 0,9 0,2 1,3 0,0-1,2-2,2-2,1-3,3 10,0 9,5 9,0 8,5 8,0 7,5 7,0 6,5 6,0 5,5 5,0 4,5 4,0 3,5 3,0 2,5 2,0 1,5 1,0 0,5 0,0 5,9 3,9 2,0 6,6 4,5 2,1 7,5 5,3 2,2 7,8 5,4 2,4 8,7 6,0 2,7 9,3 6,6 2,7 9,5 6,7 2,8 9,8 7,1 2,7 10,0 9,5 9,0 8,5 8,0 7,5 7,0 6,5 6,0 5,5 5,0 4,5 4,0 3,5 3,0 2,5 2,0 1,5 1,0 0,5 0,0 3,6 5,0 6,3 7,4 8,2 9,0 9,8 2010 2011 2012 2013 2005 2006 2007 2008 2009 2010 2011 2012 2006 2007 2008 2009 2010 2011 2012 Source: CBS, TNO en Ministerie van Economische Zaken, ICT, kennis en economie 2013 Source: Ecommerce Europe Frequent e-shopper Less frequent e-shopper 62 Digital Infrastructure in the Netherlands The Third Mainport
NL e-shoppers buy local goods, leading to companies more selling online and increased spending on solutions for e- commerce as software E-commerce Digital Media Advertising Cloud Percentage of e-shoppers buying NL, EU or WW goods (%) % of revenues of NL companies via online Spending on E-commerce software world wide ($ bn) 95 90 85 80 75 70 65 60 55 50 45 40 35 30 25 20 15 10 5 0 93 19 12 NL NL EU Outside EU 1999 2002 2005 2008 2011 Source: CBS, TNO en Ministerie van Economische Zaken, ICT, kennis en economie 2013 Source: Gartner 13,0 12,5 12,0 11,5 11,0 10,5 10,0 9,5 9,0 8,5 8,0 7,5 7,0 6,5 6,0 5,5 5,0 4,5 4,0 3,5 3,0 2,5 2,0 1,5 1,0 0,5 0,0 4 7 9 12 13 3.150 3.000 2.850 2.700 0 2.578 2010 2.761 2011 3.063 2012 63 Digital Infrastructure in the Netherlands The Third Mainport
Worldwide video streaming is growing rapidly as illustrated by the BBC iplayer and UitzendingGemist examples E-commerce Digital Media Advertising Cloud Streaming requests BBC iplayer (m) Streaming requests Uitzending gemist (m) 400 350 300 250 200 150 100 113 104 133 178 +52% 220 204 204 260 291 278 274 344 365 320 300 280 260 240 220 200 180 160 140 120 100 80 60 120 146 +27% 180 205 311 50 40 20 0 2009 2010 2011 2012 0 2008 2009 2010 2011 2012 Source: BBC, NPO, Deloitte analysis 64 Digital Infrastructure in the Netherlands The Third Mainport
Growth forecast 2013 CAGR 2009-2012 Internet is the largest advertising market and continues to grow and outperform other mediums E-commerce Digital Media Advertising Cloud Estimated advertising market NL ( m) 4.500 4.000 3.500 3.000 2.500 2.000 1.500 1.000 500 0 1,6% -2,2% 5,5% 0,6% 4.038 4.104 4.012 4.037 3.828 954 1.068 815 1.158 1.257 1.184 1.177 1.088 1.045 1.014 885 975 1.068 962 943 571 547 484 462 442 149 150 158 163 219 5 230 5 233 5 217 5 208 2009 2010 2011 2012 2013 168 5-4 -3-7 -3-2 -4-4 0 3 0 3 0 9 12-10 0 10 20 Internet* Newspapers TV Magazines Radio Outdoor Cinema Source: IAB, Deloitte, IAB report on Online Ad Spend 65 Digital Infrastructure in the Netherlands The Third Mainport
This is driven by the fact that product search and orientation is already dominated by the web and online purchasing is getting a larger share E-commerce Digital Media Advertising Cloud Product search/orientation per channel (%) Product purchase per channel (%) 48 46 44 47 Internet Shop Print 75 70 72 71 Internet Shop 42 40 38 41 41 65 60 64 36 34 32 35 33 34 33 33 32 55 50 30 28 45 26 24 22 20 18 40 35 30 31 16 14 12 25 20 23 22 10 8 6 15 10 4 2 5 0 2009 2010 2011 Source: HBD Multichannel Monitor 2011 0 2009 2010 2011 66 Digital Infrastructure in the Netherlands The Third Mainport
The next wave is coming from mobile with in-app and mobile website advertising driven by a growing availability of smartphone and tablets E-commerce Digital Media Advertising Cloud Device accessibility and ownership NL consumers (%) Growth expectations advertising (%) 70 69,0 65 60 55 59,0 In-app 48 50 48,0 45 40 42,0 35 30 25 20 15 10 5 30,0 26,0 19,0 15,0 8,0 7,0 Mobile Website Website/browser 9 43 0 Laptop Smartphone Standard phone Tablet Digital camera Music player Portable games player ereader Netbook Portable video player 0 5 10 15 20 25 30 35 40 45 50 Source: Deloitte, Global Mobile Consumer Survey Netherlands Source: IAB, Deloitte, IAB report on Online Ad Spend 67 Digital Infrastructure in the Netherlands The Third Mainport
As the use of cloud services by Dutch companies continues to grow, companies are more working in the online environment E-commerce Digital Media Advertising Cloud Saas development NL (%) 70 60 69 58 2010 2011 50 40 30 20 10 6 7 18 10 7 26 16 17 40 22 6 21 21 14 7 29 21 22 5 17 12 27 7 11 21 20 5 23 20 19 5 2012 2013 21 17 12 0 Goverment Healthcare Education Financial & Business serv. IT. Telecom & Utilities Wholesale & Retail Construction & Contractors Transport Manufacturing SaaS applications in use (%) PaaS and IaaS usage per company size (%) Office Vertical 16% 22% CRM/SFA 8% 5% ERP 5% Finance 30% 1% 4% HR 1% 3% 3% E-learning 2% Groupware DMS/ECM E-Banking CMS Security Source: Computer Profile, Heliview, Computable 68 Digital Infrastructure in the Netherlands The Third Mainport 20 15 10 5 0 20 16 16 PaaS IaaS 11 11 12 12 9 7 6 7 7 1-20 20-50 50-100 100-500 500+ Totaal
4. Future of the sector Drivers for growth Conclusions Recommendations 69 Digital Infrastructure in the Netherlands The Third Mainport
70 Digital Infrastructure in the Netherlands The Third Mainport Drivers for growth
The Digital Infrastructure sector expands at double digit rates and will continue to do so in the next years The Digital Infrastructure market will consistently show substantial growth rates during the next years Global IP traffic doubles between 2013-2017 Total data centre workload increases with 66% between 2013-2016 The share of total workload processed by cloud data centres increases to 62% in 2016 A combination of technology trends is expected to cause an huge increase of IT capacity Share of Cloud Data Centers in total workload 2011 2012 Cloud Computing Big Data 2013 2014 The Internet of Things 2015 2016 Traditional data center Cloud data center 71 Digital Infrastructure in the Netherlands The Third Mainport
Global IP traffic doubles during 2013-2017 with an annual growth rate of 23% 140000 120000 100000 80000 60000 40000 20000 Increase in total IP traffic (PB per month) Overall, IP traffic will grow at a compound annual growth rate (CAGR) of 23 percent from 2012 to 2017 Traffic from wireless and mobile devices will exceed traffic from wired devices by 2016 The number of devices connected to IP networks will be nearly three times as high as the global population in 2017 Globally, consumer Internet video traffic will be 69 percent of all consumer Internet traffic in 2017, up from 57 percent in 2012 File sharing 11% Web, email and data 19% Internet video 70% 0 2012 2013 2014 2015 2016 2017 Source: Cisco, Visual Networking Index: Forecast and Methodology, 2012 2017, (2013) 72 Digital Infrastructure in the Netherlands
Total data centre workload in Western Europe increases with 60% between 2013-2016 at an annual growth rate of 20% 45 40 35 30 Total data centre workloads (in Millions) A workload is defined as the amount of processing a server undertakes to run an application and support a number of users interacting with the application. Traditionally, one server carried one workload. With increasing server computing capacity and virtualization, multiple workloads per physical server are common in cloud architectures. Often an end-user application is supported by several workloads distributed across servers. The total number of data centre workloads in Western Europe will grow from 25.6 million in 2013 to 40.7 million in 2016 (c. 60% growth) Simultaneously, a transition of workloads from traditional data centres to cloud data centers is taking place. By 2016, nearly two-thirds of all workloads will be processed in a cloud data centre Share of Cloud Data Centers in total workload 25 20 2011 2012 15 10 2013 2014 5 0 2011 2012 2013 2014 2015 2016 Source: Cisco, Global Cloud Index, Forecast and Methodology, 2011-2016 (2012) 2015 2016 Traditional data center Cloud data center 73 Digital Infrastructure in the Netherlands